In a digital age marked by the rapid rise of social media platforms, TikTok has emerged as a global phenomenon, capturing the hearts and attention of people worldwide.
Kenya, with its rich cultural diversity and creative talent pool, has embraced TikTok wholeheartedly.
With over one billion monthly active users globally, it’s evident that TikTok is not just a source of entertainment but also a platform where Kenyan creators can thrive and even earn a living.
The TikTok Phenomenon in Kenya
TikTok, a relatively new social media platform, has witnessed remarkable growth in Kenya. Launched just five years ago, it has already become a household name among Kenyan youth and content creators.
Its user-friendly interface and emphasis on short-form video content have made it a go-to platform for expressing creativity, sharing stories, and connecting with a global audience.
One of the key factors contributing to TikTok’s popularity in Kenya is its capacity to tap into the nation’s vibrant creativity.
Kenyans, known for their artistic flair and cultural diversity, have flocked to TikTok to showcase their talents, from dance moves that celebrate their heritage to humorous skits that reflect everyday life in Kenya.
President William Ruto’s Support for Kenyan Creators
TikTok’s influence has extended beyond the digital realm and into the political arena. President William Ruto has recognized the platform’s potential to empower Kenyan creators and has been actively pushing for measures that support those seeking to make a living on TikTok.
Monetization Opportunities for Kenyan Creators
TikTok Africa Director Fortune Mgwili-Sibanda recently shed light on how Kenyan creators can monetize their presence on the platform.
She claimed that there are three primary avenues for creators to turn their passion for content creation into a source of income, with an exciting fourth option on the horizon:
1. TikTok Series: Unlocking Premium Content
TikTok introduced a groundbreaking monetization feature known as TikTok Series.
“Another form of monetisation is the TikTok Series which went live in South Africa and Kenya two months ago. It allows creators to put some exclusive content behind a paywall and have people subscribe to it by paying a token subscription fee,” he said.
This feature allows creators to charge a subscription fee for access to their premium and informative content.
Creators can create, upload, price, and promote a collection of up to 80 videos, each with a duration of up to 20 minutes, all within the TikTok ecosystem.
To be eligible for TikTok Series, creators must meet specific requirements. These include being 18 years or older, having an account that’s at least 30 days old, consistently posting original content, and maintaining a clean record with no violations of the Community Guidelines.
Once approved, creators can set a listing price for their Series, ranging from $0.99 to $189.99 USD.
After passing safety and music reviews, audiences can purchase the Series via a video link or directly from the creator’s profile.
2. Brand Partnerships: Collaboration with Brands
Brand partnerships on TikTok involve collaborations between creators and businesses to promote products or services. High-quality content creators with a track record of engaging content may find themselves approached by brands for promotional collaborations.
These partnerships can be lucrative, as brands are willing to pay creators to feature their products or services in their TikTok videos.
One shining example of this is Dennis Ombachi, popularly known as the roaming chef. He not only won the TikTok Africa Creator’s Award but has also had businesses pay him to feature their products in his videos.
“If you publish good quality content, people will come to you so we’ve seen creators that are producing this very good quality content and they are starting to have relationships with Brands,” the TikTok director said.
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3. Live Gifts: Earning While Interacting with Your Audience
Going live on TikTok presents another opportunity for creators to earn income through live gifts. Viewers can award creators with virtual gifts, such as digital flowers, during live broadcasts.
These virtual gifts can be converted into real money, providing creators with a way to earn while interacting with their audience in real-time.
For instance, a stand-up comedian can go live, and viewers can reward their performance with these virtual tokens of appreciation.
Quality Content Is the Key
To unlock these monetization opportunities on TikTok, the primary requirement is creating high-quality content that resonates with your target audience.
Kenyan users are actively consuming content related to food, fitness, business discussions, sports (particularly football), stand-up comedy, and lifestyle on TikTok.
Creators should focus on producing content that engages and entertains, ultimately building a dedicated following.
